Multi-Channel Funnels

Move beyond the last click – see how your marketing channels work together to
create sales and conversions.

Overview

Your customers research, compare and make purchase decisions at different times and
in different places, so measuring return solely based on the last click gives an
incomplete picture and potentially misses important insights about how you reach your
most valuable customers.

Multi-Channel Funnels in Google Analytics let you look at interactions across
different digital media and show how these channels work together to create sales and
conversions. More importantly, this tool helps you make crucial marketing decisions
regarding advertising investments at the macro level – what channels – as well as the
micro level, for example what keywords and ad placements.

How does it work?

The five Multi-Channel Funnels reports show what channels customers interacted with
during the 30 days before conversion or purchase. These reports provide valuable
metrics such as:

Assisted conversions reveals how and when different channels had an impact on
conversion

Time lag helps understand time to conversion

Path length shows you the number of interactions before a conversion

Top conversion paths illustrates the routes that your customers take

Why use Multi-Channel Funnels?

View all of your digital marketing channels in one place

Better understand the value of your marketing efforts

See a complete picture of the steps that your customers take before purchasing or
converting

Improve your marketing based on channel performance

Make the right digital marketing budgeting decisions

Learn More

Customer success story

ONYX HOSPITALITY GROUP

"Multi-Channel Funnels now gives us visibility into how customers reach our site and
convert – from all our channels. It allows us to do attribution analysis on our
online marketing activities, looking at them as combinations of channels and steps of
varying success, rather than last-clicked channels in isolation."